In a world of “free”, where many businesses want to race to the bottom in hopes of grabbing each and every customer that looks in the window, it’s far too common to see an overabundance of appeasement. The positive side of this is that you never ruffle any feathers or hurt any feelings. But the negative side is that in trying to appeal to everyone, you appeal to no one.

And in this same manner, many companies try to skate by without ever having to take bold or daring action. They don’t want any enemies, and they’re afraid of negative publicity. It’s a confidence issue.